直播带货中电商平台保护消费者知情权机制研究

Research on the Mechanism of E-Commerce Platform Protecting Consumers’ Right to Know in E-Commerce Live Streaming

摘要: 直播带货作为数字经济时代的新型营销模式，凭借其实时互动性与流量效应，迅速成为我国电商消费的核心场域。然而，其碎片化的信息传递、算法驱动的信息偏差及平台责任模糊等问题，显著加剧了消费者知情权的受损风险。本文以消费者知情权的法律内涵与直播带货场域的特殊性为切入点，剖析电商平台在信息披露、责任划分及维权机制中的现实困境。研究发现，现有机制存在信息披露形式化、平台与主播权责不清、消费者举证困难等问题。本文提出构建全链条信息披露体系、明确主播与平台法律地位、优化区块链存证与在线纠纷解决机制等路径，旨在强化电商平台在知情权保护中的核心作用，推动直播带货行业的规范化发展。

Abstract: As a new marketing model in the era of digital economy, live streaming has rapidly become the core field of China’s e-commerce consumption with its real-time interaction and flow effect. However, its fragmented information transmission, algorithm-driven information deviation and platform responsibility ambiguity have significantly aggravated the risk of damage to consumers’ right to know. Based on the legal connotation of consumers’ right to know and the particularity of the live delivery field, this paper analyzes the practical dilemma of e-commerce platform in information disclosure, responsibility division and rights protection mechanism. The study found that the existing mechanisms have problems such as formalization of information disclosure, unclear rights and responsibilities of platforms and anchors, and difficulties in consumers’ proof. This paper proposes to build a full-chain information disclosure system, clarify the legal status of anchors and platforms, and optimize blockchain certificates and online dispute resolution mechanisms. The purpose is to strengthen the core role of e-commerce platforms in the protection of the right to know and promote the standardized development of the live-streaming industry.